skip to main content
Close Icon We use cookies to improve your website experience.  To learn about our use of cookies and how you can manage your cookie settings, please see our Cookie Policy.  By continuing to use the website, you consent to our use of cookies.
Global Search Configuration

Introduction

In this report Ovum examines the business value of ABM when properly adopted, the role and ecosystem of supporting technologies, and how ABM must evolve into account-based engagement (ABE) if it is to create enduring and mutually beneficial relationship bonds – the fundamental source of growth.

Highlights

  • ABM turns marketing and sales into a unified team to drive growth.
  • ABM involves a range of integrated technologies, including "big data" analytics and machine learning.
  • ABM will evolve into ABE as enterprises align coherently around customers.

Features and Benefits

  • Assesses ABM and its evolution into ABE, and how they will help B2B enterprises adopt the right approach to generate growth.
  • Analyzes the confusing IT landscape for ABM, bringing clarity to help enterprises in their technology decisions.

Key questions answered

  • What is ABM and how can it contribute to growth in a B2B environment?
  • What technologies support ABM?
  • How will ABM evolve and what recommendations are there to ensure it is adopted wisely?

Table of contents

Summary

  • Catalyst
  • Ovum view
  • Key messages

Recommendations

  • Recommendations for enterprises
  • Recommendations for vendors

ABM turns marketing and sales into a unified team to drive growth

  • Consumer-based marketing approaches are ineffective in B2B environments
  • ABM strategy helps to optimize marketing and sales resources
  • Three levels of ABM: one-to-one, one-to-few, and one-to-many
  • At a minimum, marketing and sales need to act as a team

ABM involves a range of integrated technologies, including "big data" analytics and machine learning

  • The current ABM state involves an ecosystem of technologies
  • The anatomy of a CEP consists of six enabling technology layers, culminating in a seventh orchestration layer

ABM will evolve into ABE as enterprises align coherently around customers

  • The coherent enterprise will need an integrated approach to customer engagement
  • The path from ABM to ABE will only be trodden by leaders

Appendix

  • Methodology
  • Further reading
  • Author

Recommended Articles

;

Have any questions? Speak to a Specialist

Europe, Middle East & Africa team: +44 7771 980316


Asia-Pacific team: +61 (0)3 960 16700

US team: +1 212-652-5335

Email us at ClientServices@ovum.com

You can also contact your named/allocated Client Services Executive using their direct dial.
PR enquiries - Email us at pr@ovum.com

Contact marketing - 
marketingdepartment@ovum.com

Already an Ovum client? Login to the Knowledge Center now